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In 2010, four Wharton School students had revolutionized the eyewear industry with a disruptive business model. Warby Parker, born out of frustration with the high costs and inconvenience associated with the traditional eyeglass purchasing process, employed a unique strategy that utilized social media to challenge existing narratives and build brand loyalty. Online Distribution and Home Try-On Campaign: Warby Parker's departure from traditional retail involved a focus on online distribution and in-house design, substantially lowering eyeglass costs. To address customer skepticism about purchasing eyeglasses online, the company introduced the "Home Try-On Campaign." This initiative allowed customers to order five pairs for free, try them on at home, and choose the perfect pair, mitigating concerns about online purchases. Transactional Communication and User-Generated Content: Social media played a pivotal role in Warby Parker's success by fostering transactional commun...